With many people dealing with tight budgets this year, marketers need to know how customers plan to use the online channel for their holiday shopping. 

A recent eMarketer study breaks down how customers are using the online channel to make purchasing decisions this holiday season. Results show that people are using online as part of a multi-channel researching approach this year.

The majority of Internet users reported that they would research items online and make a purchase in the store, as opposed to researching and buying online. Nearly a third also planned to do their initial research on the Internet and check out the item in a store before making their actual purchase online.

Another channel that is going to be heavily relied upon for holiday shopping this year will be mobile. The majority of people surveyed said they would be using their phone as a price-comparison tool this year. Nearly 40% would look for coupons or find a store near them using their smartphone.

Marketers, be prepared for consumers using the mobile and online channels for thier holiday shopping this year. Product research is becoming increasingly important for holiday shopping - so determine how you can get the most juice for the squeeze from the online channel.